Page 1

Media Blueprint for London 2012 A
proposal
by

 Professor
Andy
Miah,
PhD
 University
of
the
West
of
Scotland
 
 [v1.0,
2010.07.16]
  

1.


1. Context 
 1.1 In 2009,
the
IOC
indicated
its
intention
to
develop
a
new
strategy
for
its
role
in
 a
time
of
radical
media
change.
London
2012
will
be
the
first
Summer
Games
 to
be
informed
by
this
new
approach
to
promoting
the
value
of
social
media
 
 1.2 The London 2012 Games
coincide
with
the
scheduled
targets
set
by
the
 Digital
Britain
report
&
Race
Online
2012,
indicating
a
new
era
of
potential
 media
engagement.
This
provides
an
opportunity
to
re‐think
the
new
media
 infrastructure
within
the
United
Kingdom.
   1.3 The Games represent
the
largest
media
event
in
the
world,
with
broadcasters
 from
over
200
countries
covering
what
happens.

   1.4 I envisage the Games as a media festival rather
than
a
media
event,
where
 the
media
are
enabled
to
report
much
more
than
just
the
sports
competition.
 The
Cultural
Olympiad
should
be
at
the
heart
of
this
festival
of
ideas.
   1.5 Olympic & Paralympic media centres
have
the
opportunity
to
shift
from
 being
spaces
of
information
and
mediation,
to
becoming
factories
for
 creativity,
collaboration,
and
engagement,
which
can
amplify
the
Olympic
 mission.
   1.6 The London 2012 Media Landscape
will
include
13,000
broadcast
 journalists,
7,000
print
journalists,
who
will
cover
sport.
There
will
be
an
 additional
12,000+
non‐accredited
professional
journalists
who
will
want
 cover
all
non‐sport
content.
However,
the
largest
population
of
reporters
will
 be
citizens,
over
60,000,000
with
camera
phones
wanting
to
report
their
 Games.
   1.7 If the Olympic movement
can
expand
media
participation
without
 jeopardizing
its
financial
base,
then
it
can
more
adequately
fulfil
its
role
as
a
 progressive
social
movement.

   1.8 Olympic cybercitizens
are
already
taking
ownership
of
reporting
their
Games
 and
they
will
need
a
structure
for
their
participation
in
2012.
   1.9 In this context,
the
London
2012
Games
can
be
a
moment
for
realizing
a
new
 media
legacy
for
the
United
Kingdom,
built
on
the
idea
of
citizen
media
 reporting
and
the
recognition
that
the
Games
are
more
than
just
sports
 competitions.
They
are
social
movements
with
high
humanitarian
and
cultural
 aspirations.
  


1.10 To achieve
a
broader
media
participatory
culture,
it
is
necessary
to
develop
 an
extended
media
network
for
Games
time
reporting,
which
builds
on
the
 strategic
development
of
non‐accredited
media
centres
at
previous
Games,
 linking
them
to
citizen
media
projects.
   1.11 Such a network
would
be
founded
on
principles
of
‘open
media’
and
will
 facilitate
community
legacies
and
build
stories
about
London,
the
Nations
and
 the
Regions
that
reach
an
international
audience.
It
will
focus
on
reporting
all
 non‐sporting
legacy
stories,
locating
culture
and
art
at
the
heart
of
its
practice.
 Its
work
will
transcend
national
boundaries
in
ways
that
no
other
Games
has
 achieved
before,
by
promoting
peer‐to‐peer
conversations.
 
 
 
 


2. A Nationwide Independent Media Backbone

Reaching
out
to
all
regions,
with
hubs
in
Glasgow,
Manchester,
London
 
 2.1 This apolitical dream space will
bring
into
force
the
full
commitment
of
 Olympic
ideology
to
promote
social
change
for
the
good
of
humanity.
These
 values
accord
with
the
philosophy
of
Olympism.
 
 2.2 Funding is in place to
develop
the
initial
scoping
for
these
infrastructures,
by
 identifying
partners
and
commitments
from
institutions
who
would
host
and
 stage
reporters.
Principally,
this
will
involve
staging
an
event
for
potential
 partners
and
contributors
at
the
Abandon Normal Devices digital
media
 Festival
on
October 4, 2010.
 
 2.3 We
will
focus
discussions
on
operational
challenges,
collaboration
logistics
 and
infrastructure
aiming
to
bring
representation
from
the
IOC
and
LOCOG
 and
the
potential
UK
partners.
 
 2.4 The
media
who
work
in
such
centres
should
have
a
local
interest
but
an
 aspiration
that
is
based
on
global
values
or
the
desire
to
build
opportunities
to
 share
globally.
Transcending
national
boundaries
is
the
biggest
task.
We’re
not
 yet
global,
despite
digital
culture
  


3. Goals 
 3.1 Augment
the
Olympic
media
narrative
towards
portraying
broader
 dimensions
of
the
philosophy
of
Olympism
 
 3.2 Create
public
engagement
around
Games
time
 
 3.3 Promote
community
legacy
for
the
nations
and
regions


4. Research Led 
 4.1 The
centres
will
function
as
real‐time
experiments,
providing
focal
points
for
 understanding
the
social
media
community

and
its
interface
with
mass
media.
 
 4.2 Coming
to
terms
with
the
politics
of
the
citizen
journalist
will
greatly
assist
 future
event
hosts,
like
Glasgow
2014,
Sochi
2014,
Rio
2016
and
World
Cup
 2018
 
 4.3 The
International
Olympic
Committee
can
focus
its
conversation
with
citizen
 media
around
these
hubs


5. Values 
 5.1 Through
the
Olympic
&
Paralympic
Games,
we
want
to
create
space
for
 intercultural
dialogue
and
collaboration.
 
 5.2 We
value
the
Olympiad
as
a
time
to
address
issues
of
critical
social
importance
 for
Britain.
 
 5.3 We
will
support
communities
to
tell
their
Olympic
&
Paralympic

stories
and
 work
with
professional
journalists
to
meet
their
needs.
 
 5.4 We
want
to
expand
media
privileges
to
concerned
citizens.
 
 5.5 We
promote
responsible
and
fair
journalism
in
an
open
media
culture,
where
 content
is
shared
and
power
distributed.
 
 5.6 We
will
respect
the
right
of
groups
to
express
their
political
views
and
support
 different
voices
in
being
heard



6. Need 
 6.1 The
Olympic
&
Paralympic
media
are
focused
on
sports
almost
exclusively
 during
Games
time,
but
this
can
and
should
encompass
broader
legacy
stories.
 
 6.2 Digital
media
has
given
rise
to
a
proliferation
of
citizen
journalists
who
want
to
 report
the
Games.
 
 6.3 Legacies
for
the
Nations
and
Regions,
along
with
London’s
story
need
other
 media
centres
to
have
space
to
explain
what
the
Games
have
meant
to
them.
 
 6.4 These
centres
raise
a
number
of
questions.
Who
should
fund
them?
How
 should
they
relate
to
the
Olympic
&
Paralympic
infrastructure
more
broadly?
 Can
they
even
exist
given
their
desire
to
build
into
the
intellectual
property
of
 the
Olympic
&
Paralympic
Games?” 
  

7. How this fits with the nations’ aspirations for London 2012 
 7.1 The
bid
promise
from
London
2012
was
to
create
a
national
Games,
but
we
 would
be
the
only
media
centres
to
tell
those
stories.
 
 7.2 We
celebrate
Olympic
&
Paralympic
values
by
promoting
the
broad
ideology
of
 the
Olympic
&
Paralympic
Games
as
a
social
movement.
 
 7.3 We
are
a
not‐for‐profit
infrastructure,
fostering
educational
practice
and
 public
engagement
with
the
Games.
 
 7.4 Through
our
network,
we
will
constitute
the
largest
network
of
social
media
 producers
throughout
the
UK
and
reinvigorate
the
core
media
partners
of
the
 Games.
 
 7.5 Our
content
will
reach
international
networks
that
other
media
will
not
reach.

 
 7.6 Our
journalists
will
produce
the
largest
volume
of
Olympic
content
and
 influence
trending
topics
on
social
media
platform,
crating
the
largest
Olympic
 and
Paralympic
archive
of
any
Games.



8. Why accredited Olympic media will need us 8.1 Media
organizations
in
the
UK
will
traverse
the
country
around
Games
time,
 requiring
facilities
and
stories
we
can
provide,
particularly
around
the
torch
 relay.
 
 8.2 To
fully
report
on
the
London
2012
Games,
it
will
be
necessary
to
see
what
is
 happening
in
the
Nations
and
Regions.
 
 8.3 The
Olympic
Games
is
a
social
movement,
not
a
sporting
event.
What
happens
 in
the
country
will
become
its
central
legacy
   8.3.1 CASE STUDY: For
example,
NBC
is
setting
up
a
media
space
around
 Birmingham
City
University,
as
the
USA
team
will
be
based
here.
The
local
 community
media
can
interface
with
this.
For
example,
NBC
is
setting
up
a
 media
space
around
Birmingham
City
University,
as
the
USA
team
will
be
 based
here.
The
local
community
media
can
interface
with
this.
As
well,
the
 CitizensEye
in
Leicester
will
create
a
community
media
centre
that
will
 operate
around
Games
time.
Team
GB
will
be
in
Loughborough.
Creating
an
 infrastructure
to
bring
about
media
change
could
markedly
change
how
the
 Olympics
works
   8.4 While
the
proposal
should
aspire
to
build
a
network
that
includes
all
nations
 and
regions,
it
will
be
useful
to
begin
with
a
hub
of
centres
based
on
known
 interests.
Glasgow,
Manchester
&
London
presents
a
backbone
for
the
 network.
 
 8.5 These
centres
will
draw
stories
from
each
other
to
communicate
what
has
 been
happening
and
what
is
happening
during
Games
time.
However,
events
 should
also
build
on
global
networks,
particularly
previous
Games
experience
 to
develop
the
idea
of
a
cultural
legacy
that
extends
beyond
London.
Satellite
 centres
will
provide
programmatic
content
during
the
Games. 
 


9. What was achieved at previous Games: Vancouver 2010 
 9.1 True
North
Media
house
accredits
a
5
yr
old
as
a
journalist
and
an
Olympic
 mascot.
 
 9.2 W2
is
the
first
independent
media
centre
to
work
with
an
Organizing
 Committee
for
the
Olympic
Games.
 
 9.3 VANOC
appoints
a
number
of
young
people
to
be
its
official
citizen
journalism
 team
during
the
Games



10. What will these media hubs look like? 
 10.1
The
influence
of
any
specific
media
centre
will
be
restricted
by
its
funding,
its
 technology
and
its
community,
but
primarily
the
latter.
Hub
centres
can
be
 high‐tech
facilities
with
large
venue
space,
but
all
should
aspire
to
similar
 networked
facilities
to
maximize
participation.
We
all
should
be
able
to
plug
 into
each
others’
space
at
any
time
to
deliver
audio,
visual
and
interaction.
 
 10.2 Imagine  • High
technology
facilities
 • Networked
Infrastructure
 • Community
Generated
Content
 • International
Media
Attention
 • Lasting
Media
Legacy
 


11. Opportunity 
 11.1 As
part
of
the
initial
scoping,
we
will
identify
primary
partner
vehicles,
which
 may
be
digital
media
centres
around
the
UK
that
could
have
the
capacity
to
 deliver
a
media
centre
during
Games
time.
However,
communities
should
also
 be
evaluated
on
their
networked
potential
ie.
How
prolific
are
they
online.
 Amplifying
their
content
will
be
our
biggest
asset
to
achieve
our
goals.
 
 11.2 With
2
years
before
the
Games,
this
is
the
time
to
establish
permissions
and
 funding.
However,
this
is
still
a
relatively
short
amount
of
time
to
build
 partnerships
with
larger
organizations,
those
who
may
decide
to
allocate
their
 programme
budget
to
such
a
project.
This
may
be
the
primary
route
towards
 ensuring
the
proposal
is
realized.
 
 In closing, this proposal brings together the primary instigators of  independent Olympic & Paralympic media centres and creative, artistic  practice from the last 10 years of the Olympic & Paralympic Games. With the  right support, it has the potential to tell the full story of the London 2012  Games    Stay in touch, join:  http://www.jiscmail.ac.uk/media2012
  


About the Author 
 



 
 Professor
Miah
is
Chair
of
Ethics
and
Emerging
Technologies
at
the
University
of
the
 West
of
Scotland,
a
Fellow
at
the
Foundation
for
Art
and
Creative
Technology
and
 part
of
the
Programming
Committee
for
the
Abandon
Normal
Devices
Festival,
an
 ‘inspired
by
2012’
event,
funded
by
the
Legacy
Trust.

 
 Professor
Miah
is
an
Olympic
scholar
and
writer,
having
undertaken
research
into
 Olympic
media
at
every
summer
and
winter
Olympic
Games
since
Sydney
2000,
at
 which
he
has
also
worked
as
a
journalist.

He
has
been
a
visiting
Professor
at
the
 International
Olympic
Academy,
a
Visiting
Scholar
at
the
International
Olympic
 Committee
museum
in
Lausanne
and
teaches
Olympic
Studies
at
the
University
of
 the
West
of
Scotland,
supervising
PhD
students
whose
work
focuses
on
Olympic
 media.

While
at
the
Vancouver
2010
Games,
he
wrote
for
The
Huffington
Post,
 facilitated
cultural
collaborations
between
London
2012
and
Vancouver
2010
and
 was
on
the
steering
committee
for
the
creation
of
two
independent
media
centres.
 He
also
writes
for
the
Guardian.

He
is
currently
completing
a
book
called
‘A
Digital
 Olympics’
for
The
MIT
Press.
 
 @andymiah
 email@andymiah.net
 +44
(0)
757
898
4147
 


Media Blueprint for #london2012 (v.1.0)  

First draft of a proposal to create an Olympic and Paralympic Games time independent media network during London 2012